Advertising

VIEQUES, PR — Don Draper is going through a mid-life crisis. That is to say, the ad agency business is undergoing profound change, as the rise of technology and data-driven marketing continues turning the industry inside-out. Many people in the furnace of the fire know this much. But how exactly is the business changing, and what does that […]

VIEQUES, PR — Video ad-tech platform Coull is ready to play a bigger role in the video advertising value chain after launching its own ad exchange and supply-side platform. “We’ve been building out our own video platform, comprising of an exchange and an SSP,” CEO Irfon Watkins tells Beet.TV in this video interview. “We believe that […]

VIEQUES, PR — With ad buyers freaking out about fake video ad plays, ad-tech vendors are racing to quantify how many are truly being viewed by a human user, not just a line of bot code. Truth is, that race may already have been won. Integral Ad Science is amongst the outfits saying ad buyers […]

VIEQUES, PR — By now, brands are used to buying ad inventory in real-time. But what if you could adjust a content marketing campaign mid-flight, too? That’s what Jun Group wants to accomplish this year. So far, the New York-based ad tech startup has made a business of helping brands plant native ads in publisher content. “We […]

VIEQUES, PR — Perhaps better known to many professionals as an ad-tech analyst, now Joanna O’Connell has gone inside, joining MediaMath as chief marketing officer, to tell the world about the company as it nears its decade in business. O’Connell spent three years advising marketers as a Forrester analyst before building out AdExchanger‘s research and analysis capability. Joining a technology vendor may seem […]

VIEQUES, PR — What once was a side project could be about to boom after Cupertino refreshed its Apple TV box last fall, with one Wall Street analyst forecasting shipments of the new model to more than double this year. That, finally, is spurring ad-tech vendors to cater to advertisers’ new-found desire to be on Apple TV […]

VIEQUES, PR — In an age where the media we use give off signals back to advertisers, marketers are being sold on the potential to thread each in to a holistic view of customers and of their ad effectiveness. But the reality so far is a little different, a panel of advertising tech execs discussed at a […]

VIEQUES, PR — What are the right length and the right context for a video ad, and can you place them on any and every device? That was the topic of a panel debate, convened by Beet.TV at its retreat, involving executives from major advertising and publishing firms: YuMe chief revenue officer Scot McLernon Facebook global agency […]

VIEQUES, PR — So-called “programmatic” advertising – techniques for refining and automating advertising trading – grew up around real-time bidding, the instantaneous transactions that seem anathema to traditional upfront ad sales. But, as the technology has matured, it has also begun to allow for old-fashioned-style upfront buys – with all the added efficiency of programmatic. A panel […]

From its first origins in 1887 as owner of the San Francisco Examiner, Hearst has certainly changed over the years. Back then, the company had just one title. Now focused on magazines, websites and video, the publisher is more interest in applying a diverse range of mechanisms to its ad sales operation. Hearst ad platforms SVP […]

So far, the biggest complaint when it comes to digital ad fraud has come from ad buyers, who fear that nefarious operators in the publishing value chain are gaming the system to show ads in undesirable locations for no effect. But the other side is now getting conned, too, as “sub-syndication networks” duplicate and misrepresent buyer […]

It’s easy to forget now but, when credit cards first came on to the scene, they suffered a bad reputation, as poor security measures allowed nefarious clerks and larger-scale operators to clone and defraud accounts. Nowadays, however, credit card fraud is declining year on year. For ad industry types still wringing their hands at ad […]

PALM SPRINGS — The latest piece of ad-tech lingo is “header bidding” – a kind of advance bidding on ad inventory where publishers offer ad spots to multiple sources of ad demand, hopefully increasing their yield. Ad-tech vendor OpenX is amongst the pioneers in the space. And now its recently-announced Real-Time Guaranteed (RTG) system is connecting […]

VIEQUES, PR — The rush to quantify whether online ads are actually being seen by users has given rise to “viewability” metrics. But these are a baseline, not even a metric that should be top of mine, says one ad-tech exec. “The key thing is, it’s not a KPI,” Integral Ad Science video GM Kevin Lenane tells session moderator […]

VIEQUES, PR — It’s one of the few brands to operate its own private programmatic ad exchange. But that doesn’t mean US supermarket giant Target agrees with predictions, from some quarters, that all media will be sold on this automated basis. Target operates its own Bullseye Exchange, a marketplace in which Target pulls the strings. “I don’t think everything […]

VIEQUES, PR — A short, 200-word news article doesn’t necessarily deserve a 45-second pre-roll video ad. That’s a recipe for user frustration. And that’s also why Genesis Media, an ad-tech firm delivering auto-playing video ads on to text pages, is refining its service to account for page characteristics. It just announced Adaptive Formats, technology that serves up […]

VIEQUES, PR — So-called programmatic techniques for trading online ads burst on the scene quickly, and is now forecast to make up 72% of total digital display ad spend by 2017, according to eMarketer. Group M’s North America programmatic buying president Joe Kowan says that rush wasn’t quite all it was cracked up to be, disagreeing with […]

VIEQUES, PR — Just three years ago, only 20% of Facebook’s business came from mobile platforms. Last Q4, that was 80%. That’s testament to the changes Facebook is having to make to ensure it continues connecting with audiences. But the same goes for advertisers who use the network, according to Facebook global agency lead Dave Dugan. […]

PALM SPRING — Look out; there’s a new piece of ad-tech lingo on the block. So-called “header bidding” has emerged as “one of the primary drivers of growth in programmatic for publishers over the last year”, according to OpenX monetization VP Qasim Saifee. So what is it? Digiday’s “WTF?” series explains: “Header bidding, also known as advance bidding […]

PALM SPRINGS – After comScore’s merger with Rentrak to combine multi-platform media measurement, it’s over to you, Nielsen. Ad agency Group M chairman Irwin Gotlieb last year told Beet.TV media measurement is broken because measurers are using the wrong yardstick in the multi-screen era. So last year Nielsen launched Total Audience Measurement, a way to apply its Total […]